Netflix unveils East of Eden, Avatar

Netflix used its annual upfront presentation in New York on May 13 to pair an advertising pitch with a heavy dose of star power and franchise programming. The company put Jennifer Lopez, Brett Goldstein, Florence Pugh, Pete Davidson and others on stage while using the event to show footage from upcoming titles and confirm several new projects. Netflix also used the presentation to give advertisers updated scale figures for its ad tier and to outline further expansion in 2027. ### Why did Netflix’s upfront focus so heavily on East of Eden and Avatar? Netflix used the event to spotlight two high-profile series that help define different parts of its 2026 slate: prestige literary adaptation and returning fantasy franchise. The company’s official recap listed Florence Pugh among the stars on stage for *East of Eden*, while Tudum published a release the same day confirming a new teaser and a fall 2026 debut window for the seven-episode limited series. (about.netflix.com) Tudum also said *Avatar: The Last Airbender* season two will premiere on June 25. The live-action series had already been renewed for seasons two and three in March 2024, and Netflix said season three will conclude the story. ### What exactly did Netflix announce about East of Eden? *East of Eden* is a seven-episode adaptation of John Steinbeck’s 1952 novel, adapted by Zoe Kazan and starring Florence Pugh as Cathy Ames, according to Netflix. (about.netflix.com) The cast also includes Christopher Abbott, Mike Faist, Hoon Lee, Tracy Letts, Martha Plimpton and Ciarán Hinds. (netflix.com) Tudum said the new teaser centers on Pugh’s Cathy Ames and confirmed the series will arrive in fall 2026. Netflix first ordered the project in September 2024 and described it as a modern interpretation of Steinbeck’s novel focused on the Trask family and Cathy Ames. ### What did viewers learn about Avatar: The Last Airbender? (about.netflix.com) Netflix fixed a release date for season two at June 25 and said the new episodes will follow Aang, Katara and Sokka toward Ba Sing Se, where Toph joins the story. Tudum said the season continues the adaptation’s planned three-season run and expands the conflict with Fire Nation characters including Zuko and Azula. (netflix.com) Executive producers Christine Boylan and Jabbar Raisani told Tudum they planned to revisit “iconic scenes” from the original series and explore material beyond the animation. Netflix had previously said season three had finished production, giving the company a clearer runway for the franchise beyond the June return. (netflix.com) ### Was this only a showcase, or did Netflix also order new projects? Netflix also used the upfront to announce fresh greenlights and renewals. Trade reports and Netflix’s recap said the company added projects including *Grown Ups 3*, a Nick Cannon docuseries and new titles tied to creators including Harlan Coben and Chris Van Dusen. (netflix.com) Deadline reported that *Grown Ups 3* is in development at Netflix with Adam Sandler, David Spade, Rob Schneider, Chris Rock and Kevin James set to return. Kyle Newacheck is attached to direct from a script by Sandler and Tim Herlihy, Deadline said. ### What was Netflix telling advertisers at the same event? (yahoo.com) Amy Reinhard, Netflix’s president of advertising, said at the May 13 presentation that the company was moving from proving durability to establishing itself as “a formidable” player. Netflix said its ad-supported plan now reaches more than 250 million global monthly active viewers and that more than 80% of ad-tier members watch every week. (deadline.com) Netflix also said its ads plan will expand to 15 additional countries starting in 2027, including Belgium, the Netherlands, Sweden, Switzerland and Thailand. The company said it is adding inventory tied to video podcasts and vertical video and testing AI tools for ad planning and buying. ### What comes next after the upfront presentation? (about.netflix.com) June 25 is the next dated release tied directly to the presentation, when *Avatar: The Last Airbender* season two lands on Netflix. *East of Eden* is scheduled for fall 2026, and Netflix said its ad-supported plan will expand into 15 more countries in 2027. (netflix.com) (about.netflix.com)